The world is changing. Today’s decision-makers have very different values and attitudes towards consumerism than the generations that came before them. For decades, brands have marketed in a reasonably consistent way. These days, the difference between a great brand and a good brand is one thing—purpose.
People have developed strong self-awareness. They hold themselves to a high standard in everything, including who they are, what they do, and what they consume. What used to be just a nice touch in marketing has become essential if you genuinely want to connect with audiences.
Purpose-driven marketing isn’t the future because it’s already arrived.
What is Purpose-Driven Marketing?
Purpose-driven marketing is a type of marketing that focuses on a cause that’s important to the brand and its audiences. These marketing efforts are more focused on creating an impact than just the bottom line.
Everything from the messaging to the visuals is based on the cause. When customers find that a brand’s beliefs align with their own, they are more likely to support it.
Demand Sparked Change
The new generation has grown up in a completely different world. Thanks to technology, people have more access to information from all over the world. It’s because of this advancement that there is a much more different attitude towards social issues today.
Today, people are even more passionate about their rights and the rights of others. This applies to taking care of their health, getting the best service available, and more. Brands didn’t have to adapt to this change before because there was little to no alternative to the services and products they offered, so people chose them.
Now, there are more than enough alternatives for the discerning customer if they feel that a certain brand goes against their beliefs. Competition has increased and innovative and creative businesses have empowered people to influence how big companies offer more than just a standard service or product. They want more value.
A New Breed of Consumers
Gen Z has heavily influenced this new purpose-driven culture. People under the age of 25 now account for 41 percent of the world’s population. This gives them tremendous power to affect change and encourage brands to take a closer look at what people are asking for.
They’re very familiar with technology, and they know how to mobilize and make themselves heard. They value transparency, social care, mental health, climate change, and so on. This group of people is shrewd and discerning.
It’s not worth the effort to try to pull the wool over their heads, as they’re very protective of their causes. This makes them all the sharper in knowing when something is fake. Connecting with this audience can be the difference between uplifting your brand and sinking it. Time and again, they’ve proven themselves to be effective communicators of the type of media and marketing that is acceptable to them.
A Stronger Team
The future of marketing is bright and different. It’s not just consumers looking for more value and purpose, it’s your staff as well. The younger generation looks for teams that make them feel like they’re a part of something bigger, working towards something meaningful.
Everyone is a consumer. People want to work on projects that mean something and have a lasting positive impact on the world. It might not be world-saving or life-changing, but something as simple as providing top quality products and better services is enough motivation to get better work from your team.
The Bottom Line
Now more than ever, it’s crucial to find a middle ground between listening to the consumers and standing your ground. As a brand, you need to stand for something. Purpose-driven marketing is about digging deeper into your brand and finding something meaningful. It’s time to showcase your values and beliefs. Brands without a cause will be left behind.
If you’re looking for best digital marketing agencies in Phoenix, you’re in the right place. Elly and Nora Creative is a boutique branding, content, and publicity agency in Arizona. Our goal is to help purpose-driven companies, entrepreneurs, and experts grow their brands and create an impact. We understand the value you offer and want to help you reach audiences effectively and efficiently.